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Roadmapping Global Customer Experience with 58 Best Practices
Posted by Benjamin B. Sargent on November 16, 2016  in the following blogs: Best Practices, Global Marketing, Web Globalization
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As customer acquisition and engagement become increasingly digitized, global brands must reliably deliver content in dozens of languages and channels, across an array of regions, cultures, and regulatory regimes. This week, CSA Research published “Expanding Global Customer Experience,” (Nov16), setting out best practices derived from 150 major brand websites with 25 or more languages. Why are best practices important?

Best practices drive ROI for market entry and growth, by helping a brand to:

  • Improve customer experience
  • Develop and release new features faster
  • Accelerate content velocity
  • Streamline the cost of websites and content production
  • Expand market coverage to 40+ languages
Earlier research demonstrates how quickly the opportunity curve drops on the long tail of languages. Of the 2,657 brand websites our analysts visited in 2016, only 150 publish in 25 or more. Examining the global web presence of these companies, CSA Research identified significant differences in approach between brands that get stuck at 25, 30, or 35, versus companies that push through to 45, 85, or 105 languages.

In 2016, building multilingual websites only takes a company so far. Visitors and customers expect immersive experiences and ongoing interactions with your brand and with other customers. Thus, customer experience (CX) builds from the combined result of website experiences plus the direct extensions of that look, feel, and function into HTML-based e-mail, apps, social profiles managed by the brand, and various on-site engagement channels. When your company designs or manages the content where brand and customers meet, that is part of global CX, including video, chat, forums, and even call center interactions.

Global brands now have a roadmap for defining and measuring the effectiveness of global customer experience. Our new report presents 58 features or global capabilities for websites and digital operations, each with a specific test that indicates whether an organization has met the criteria for best practice. Planners, implementers, and executives can incorporate these tests, given in the form of nine checklists, to measure and track their progress in expanding global customer experience (see Figure).



The new best practices include a paradigm shift. It is time to view the brand website as “just another app,” using mobile-forward design. These methods make a lot of sense for single language publishers. For global brands, they lower multiple barriers to market penetration – at a critical time when the entire globe is coming online. By neglecting best practices, companies short-change their site visitors, use budgets for the wrong activities, and miss out on market share.

 

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Related Research
Digital Opportunity: Top 100 Online Languages for 2016
Global Website Assessment Index 2016
Mobile-Forward Design for Global Websites
Expanding Global Customer Experience
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Keywords: App localization, B2B and B2C global marketing, Global branding, Global customer experience, Global websites, Web globalization

  
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